If I am interpreting this thread correctly the publisher should just publish more ads as that is his main relationship (not the readers). Call it what Dave makes it out to be...a money making enterprise mainly between the publisher and the ad buyers. "Follow the money" as they say...if the main source of income is from the ads then why not have less content? Make mo money? If the content results in mo money then keep lowering the content to make room for mo ads...if the reduced content makes the money stream suffer...then mo content and add more ads.....somehow this thread makes it sound like the driver is money and only money. I am being a little facetious here to make a point. It is a negative to loyal readers when the big money takes over. I get it and it is what it is. I am sure the subscription from the readers supplies some amount of revenue stream but doesn't sound like it can stand up to the $$'s from the ads. It is what it is...I don't like the amount of ads and I won't buy this mag because of it but I also understand there is a business side to money making enterprises. The publisher has done what most anyone will do when he finds that somthing is making money. Like in football...keep calling that play until they stop it. The influence of the dollar can be seen in the changes throughout the years in this mag. Both positive and negative to the subscribers. The quality of the paper and pictures is much better because of the money this mag makes from ads. I am sure the content is better because of the ads too. But, It does bother the purists who can't afford to buy every product being shoved in his face and its a nuisance to keep flipping through them. If I don't like it I don't buy it. There is a tradition that goes way back with this mag that I understand can drum up emotions when the almighty dollar influences it. So be it. Find another subscription until it starts making mo money....and so on and so on...